“Forming and promoting Hue bookcase”

It is not even the end of the sixth lunar month, but I have already heard elderly men in my neighborhood enthusiastically asking one another how the upcoming Autumn offering ceremony will be organized at the village communal house, and whether the heads of the clans have made plans to meet yet. It may seem strange that amid the bustle of city life, these elderly men are passionately talking about village affairs. The village communal house is not far away either, just a few dozen meters from my house. “The city also began with villages. Preserving the roots of the village means preserving its culture for future generations. You young people should remember that,” they would tell me whenever I asked.

After nearly two decades of practicing art, Mr. Nguyen Van He has found himself returning to one question: How can memories be transformed into hope? The Hue-born artist has “distilled” his answer into ‘Folding a Sky’, an exhibition he painstakingly brought from Kim Son Hill to Ho Chi Minh City to present to the public in mid-July.

The exhibition ‘Golden Heritage – A Convergence of Excellence’ is being held at Hue Museum of Royal Antiquities, showcasing more than 100 valuable artifacts and sets of artifacts crafted during the Nguyen Dynasty. Each object tells a vivid story of history, fine arts, and the royal life.

In the rhythm of modern life, cyclos still roll through streets, preserving the distinctive charm of gentle Hue and remaining tied to the experiences of visitors who come here. However, cyclos still serve primarily as a means of transportation, with little integration of diverse cultural experiences that could help create a distinctive offering for the Ancient Capital’s tourism.

For many years, discussions about the cultural industries have tended to focus on products, events, or specific sectors. However, as the global creative economy continues to evolve, one concept has become increasingly emphasized: branding.